The Anti-Greenwash Charter

💡 What does it take to become and remain a signatory of The Anti-Greenwash Charter? It’s more than a box ticking exercise—it’s an ongoing commitment to implement transparent, trustworthy sustainability communications. Here’s how it works: 1️⃣ Application & Assessment 🧐 Review regulatory history & media coverage 🔍 Evaluate current communication practices 2️⃣ Development & Approval 📄 Create a bespoke Green Claims Policy 🧑🏫 Receive tailored anti-greenwashing training ✅ Align static content with the Charter’s standards 3️⃣ Campaign Reviews & Support 🔁 Regular spot checks ensure ongoing compliance 🛠 Address non-compliance to maintain verified status Signatories like Karndean Designflooring UK, Morgan Sindall Construction, and Gunnebo Entrance Control know the value of this process. As Kelsey Parsons puts it: “Authentic sustainability is all about evidence. It’s not just about claiming progress; it’s about showing facts to back it up.” Ready to transform your sustainability communications? 🔗 https://lnkd.in/eM9M4sNU #Greenwashing #Transparency #Sustainability #ResponsibleBusiness

We’re absolutely thrilled to welcome Pauline Robson, Managing Partner and Head of Sustainability at EssenceMediacom UK, to The Anti-Greenwash Charter’s Advisory Council! 🌍✨ With 25 years of experience in research, consultancy, and sustainability leadership, Pauline’s expertise and passion for communication as a force for good will be invaluable to our mission. As a founding member and chair of the IPA (Institute of Practitioners in Advertising) Media Climate Action Group, Pauline has been at the forefront of driving industry transformation and championing positive social change through communication. Pauline shared: “Communications is vital to creating the societal shift required for a thriving, regenerative planet and a liveable future. And yet many brands are retreating from making green claims due to concerns about stricter regulations. I’m excited to be involved in TAGC as it works to enhance the credibility of sustainability messaging.” We're sure the rest of the council will be keen to welcome her too! John Battersby, Núria Antoja, Johannes Wassenberg, Karen Revel-Chion, Alex Nichols, Veronica Heaven (FRSA), Richard Pike, Pauline Robson #Greenwashing #Sustainability #ResponsibleBusiness #Transparency #Communications

🔁 IN CASE YOU MISSED IT! The #InnovationBre8k replay is now live! 🎬 In this clip, our Founder & CEO Charlie shares why transparency and best practices in sustainability communications are essential to building trust and ensuring compliance. 🚀 AI & Automation are rapidly transforming the way organisations approach sustainable growth, helping teams save time, scale efficiently, and enhance customer trust. 💡 Learn more about The Anti-Greenwash Charter and how we’re working to combat #greenwashing and #greenhushing in business communications: https://lnkd.in/eN3E2yez 🎥 Watch the full episode: https://lnkd.in/eWe85RvG #AI #Sustainability #Communications #Marketing #Compliance

Grateful for the energy and insights from our Advisory Council during our latest meeting. Thought-provoking discussions and ambitious thinking drive us forward in tackling greenwashing and elevating sustainability communications! 💡 #Greenwashing #Sustainability #EthicalBusiness #Transparency #Collaboration

❓ Greenwashing or Greenhushing—Which is the Bigger Risk? Some businesses exaggerate their sustainability claims. Others stay silent to avoid scrutiny. Both are a problem. We put together our latest article, Top Ten Ways to Avoid Greenwashing and Greenhushing in 2025, to help businesses find the right balance—being transparent without misleading. 📢 Key takeaway: "Avoiding greenwash is critical, but greenhushing—staying quiet about real progress—means missing opportunities to build trust and drive change.” Honest, clear sustainability communication isn’t just about compliance—it’s about credibility. Read our top tips here 👉 https://lnkd.in/eDxv73m8 #Greenwashing #Greenhushing #Transparency #Sustainability #ResponsibleBusiness

❓ What does greenwashing have to do with the United Healthcare scandal? More than you might think. In this episode of The Responsible Edge Podcast, Charlie sits down with John Pabon, author of The Great Greenwashing, to unpack how misleading sustainability claims have played a role in some of the biggest corporate scandals. As John says: "Ultimate transparency could have prevented all this." 🎧 Tune in on YouTube, Spotify, or Apple Podcasts for a deep dive into greenwashing, corporate accountability, and how businesses can build real trust. 🔗 Listen here: https://lnkd.in/e-_yB5Jn #Greenwashing #Sustainability #Transparency #TheResponsibleEdge #JohnPabon #CorporateAccountability

💡 Are your sustainability claims standing up to scrutiny—or at risk of crossing the greenwashing line? Advertising Standards Authority CEO Guy Parker highlights the importance of “being conditional, precise, and focusing claims on what is meaningful.” This aligns with our mission at The Anti-Greenwash Charter: helping businesses create credible, evidence-backed sustainability communications that build trust, not risk. With sectors like food, energy, and transport under the spotlight, tools like the ASA’s copy advice service and our Green Claims Policy framework can guide businesses toward clear, compliant claims. 🔗 https://lnkd.in/eFBcsSve #Greenwashing #AntiGreenwashCharter #Transparency #Sustainability #ResponsibleAdvertising

💡 How do North America’s new greenwashing rules impact businesses in 2025? With stricter Federal Trade Commission's Green Guides in the U.S. and updated guidelines from Canada’s Competition Bureau Canada, regulators are ramping up efforts to tackle misleading environmental claims. From requiring proof for "carbon neutral" claims to enforcing penalties for vague "eco-friendly" statements, the focus is clear: transparency is non-negotiable. 🔗 Read our take on the impact here: https://lnkd.in/eUhrUMAq #Greenwashing #Sustainability #Transparency #FTC #Canada #EnvironmentalClaims

👏 It's great to see Gunnebo Entrance Control setting a high standard in sustainability communications with the release of their updated Sustainability A-Z for 2025. By defining key terms like ‘decarbonisation’ and ‘purplewashing,’ they're ensuring clarity, consistency, and trust in their messaging. As a Certified Signatory of the Charter, this update reflects their commitment to responsible, and transparent communication. #AntiGreenwashCharter #SustainabilityLeadership #TransparentCommunication #BestPractice

Are Canadian businesses ready for stricter greenwashing rules? 🍁 The Competition Bureau Canada's draft guidelines put green claims under the microscope. Specificity and solid evidence are now non-negotiable. Misleading or vague statements risk damaging trust and attracting legal scrutiny. One key takeaway from the guidelines? “Environmental claims must be truthful, adequately tested, and avoid exaggeration.” 💡 With these new provisions, Canadian businesses have a clear mandate to ensure their sustainability messaging is both accurate and credible. 🔗 Read more here: https://lnkd.in/ex7ZmKis Mentions: McMillan LLP #Greenwashing #Canada #Transparency #Sustainability #Accountability